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The Difference between CRM and CMS

Posted on in Small Business Tips, SME Marketing

We have a tendency to kick around a whole load of acronyms in marketing, and two of the most popular are CRM and CMS.

Ok, so CRM means customer relationship management and CMS means content management system.  The first is a process for maintaining customer engagement and the second is a system for updating say your website.

What’s so important about customer relationship management?

It will cost any company far more to source, prospect and convert business from new than it will to gain additional business from existing customers.  We expect our customers to be loyal, but don’t often demonstrate that loyalty in return by adding value to their experience.

Many companies fall into the trap of contacting their customers only when they have something to sell to them.  However, customers are pretty savvy nowadays and will quickly lose patience with this mentality and shop elsewhere.  The way to avoid this is to introduce (and use!) a CRM system.  There are many on the market and it is a question of identifying your requirements before you jump in and start spending money.  Imagine your CRM system as your database with benefits!

The main point of CRM is to better understand your customers in order to personalise their experience with your company, products and services.  The more you understand about them, the better you will be able to communicate with them.  Tescos and Boots are very clever at this, utilising information gleaned from use of their loyalty cards.  You can also gain information on your customers by simply listening to them, via social media, surveys, questionnaires and, of course, simplest of them all… by talking to them!

There are many CRM’s on the market, from budget-free to budget-breaking; make sure you choose one that suits your budget, resources and above all your objectives.  If you’re interested in learning more about any of the following, drop me a line to hello@alisonpagemarketing.co.uk or give me a call on mobile 07963 002065:

  • GoldMine
  • ACT!
  • SAGE CRM
  • MS Dynamics CRM 2011 / v4
  • Workbooks.com
  • NimbleCRM

What’s so important about a content management system?

A content management system is vital to take control of your website amends and updates.  It is far more important that it’s user-friendly than snazzy-looking!  Shout if you’d like to learn more about this.